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Television Ads for Philip Morris (1958-60) & Philip Morris Commanders (1960-63)

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Television Ads for Philip Morris (1958-60) & Philip Morris Commanders (1960-63)


Published 1958/1963


Compilation of television commercials for Philip Morris (1958-60) and Philip Morris Commander (1960-63) cigarettes.


Audio/Visual sound, color

Credits

View more information at Legacy Tobacco Documents Library

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Reviews

Reviewer: bgrauman - favoritefavoritefavoritefavoritefavorite - October 13, 2016
Subject: "Rewrapping the package"
In 1955, Philip Morris sales were at their lowest point- even "I LOVE LUCY" wasn't selling them as fast as they wanted the public to smoke them (that's why they dropped their sponsorship of Lucy's program that June). They discovered they needed to change their advertising approach. In Vance Packard's "The Hidden Persuaders" (1957), it was revealed that Philip Morris conducted a survey in mid-1955 to find out WHY people weren't buying them. Participants were asked to complete this sentence: "When I think of Philip Morris, I think of __________." The majority of them answered, "irritation". This was because in previous advertising campaigns, Philip Morris stressed their brand was "entirely free of a source of irritation found in the manufacture of all other leading cigarettes"- and people remembered that even when they abandoned that claim after 1953. It was decided they would project a more "positive" approach- and a different pack replaced the brown one that had been used for at least 40 years. And they also "retired" Johnny Roventini, their famous "Call for Phil-ip Mor-aiiisss!!" bellhop [who'd been a part of their radio, print, and TV ad campaigns since 1933]. By the end of 1955, Philip Morris introduced a white pack with stripes and a new logo, and stressed the word "gentleness" in their advertising. It worked: according to Packard, first-quarter sales in 1956 were up 26% over the previous year. And Philip Morris continued to use this approach, emphasizing "young smokers", "mildness" and a preference for cigarettes "without filters" towards the end of the 1950's (interestingly, Liggett & Myers also stressed "If you like a mild smoke, but you don't like filters, join the 'Chesterfield People'---get Chesterfield King!" in their 1965 ad campaign). By 1958, however, they revived "old memories" of Johnny, "Call for Philip Morris", and "On the Trail" (from Grofe's "Grand Canyon Suite", used as their musical signature on radio and TV for 22 years) in their advertising.....veteran actor/announcer Michael Rye {Rye Billsbury} is the announcer heard in the 1959 ads from 15:47 through 37:52. In 1960, they altered their "King Size" brand into "Philip Morris Commander". Again, they "rewrapped" the pack a bit, and stressed a "nautical" theme in their advertising. 58:34- "DOUGLAS EDWARDS WITH THE NEWS", CBS' early evening 15 minute newscast [6:45-7pm(et) in most areas, with a 7:15pm "feed" in others], was sponsored on alternate evenings by Philip Morris....who continued to be a regular sponsor after Walter Cronkite succeeded Edwards in April 1962. Interesting....................
Reviewer: guyburns - favoritefavoritefavorite - September 5, 2013
Subject: Numerous repeats – you’ll need fast forward
132 ads across 106 minutes that have multiple repeats with minor variations. You’ll need fast forward!

The first 50 minutes (59 ads) are based on “Call for Philip Morris”, the Johnny Roventini soundbite that had its roots in the 1930s. The original sound recording is featured in several of these ads. The background music heard occasionally, the clip-clop of a donkey, is taken from Ferde Grofé’s “Grand Canyon Suite” (3rd movement).

The remainder of the ads are for Commander with three main ideas: “Have a Commander, welcome aboard” jingle; vacuum cleaning the tobacco leaf; and “cleansmoke” (one word in the ads). The latter praises the advantage of smoking the “vacuum cleaned” Commander cigarette which does not have a filter because the tobacco leaf has undergone vacuuming and so provides clean smoke.

If you want to sample the best of these ads, try these suggestions:

Philip Morris
02.25
03.44
08.20 (Echo Point)
10.10 (storekeeper)
17.20 (New York, “Get on the trail of flavour”)
18.30 (new long size)
20.10 (Paris, with a French version of “Call for Philip Morris”)
38.10 (couple dining)
39.05 (couple outside of a dance, “There’s a kiss on the end of this”, spoken when the man hands the woman a cigarette he has started)
40.15 (couple on the beach)
42.40 (I Love Lucy)
48.40 (“Made by men who love tobacco and like to smoke”)

Commander
49.30 (animated)
50.40
63.08 (Lou Steele’s experiment)
64.20 (four cigarettes: Commander, Marlboro, Parliament, Alpine)
67.10 (square rigger, vacuum-cleaned leaf)
77.40 (animated, captain gives smoke to bikini girl on island)
78.20 (animated, captain meets whale, Jonah, and mermaid)
95.00+ (ordinary people being interviewed, “I can’t smoke a filter cigarette”, cleansmoke)

Mediocre quality video and audio.
Reviewer: mstamper - - January 28, 2008
Subject: Where are the files?
I'm not sure how people could have downloaded this seven times. There seem to be no files or even thumbnails. Am I missing something here?
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